The objectives for the project were well defined from the onset of the project:
To contemporise the Branston range and communicate stronger taste credentials to build awareness and engagement. To attract new, younger consumers (25-44 BC1) without alienating existing consumers. To make Branston more distinctive and deliver stand out on shelf from the competition.
The proposition we developed was all around the core thought of ‘The Tastier Choice’. Branston has been shown to be preferred over other brands in blind taste-testing. This preference is driven by the Branston sauce which is richer, thicker and more tomatoey!